Gamification in Asia: Opportunities and Lessons

keith ng, co-founder & ceo

!

“who are we?”

@keizng | @gametize

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“Gamification in Asia?”

@keizng | @gametize

Why do you care about Asia?

You are in a global company, and want

to engage the workforce in Asia

You want to/already have customers in

Asia, and you want to engage them

Let’s keep to China, Korea, Vietnam, and Singapore

@keizng | @gametize

Why should you care about Asia?

By 2011, there were 485 million Internet users in China,

spending 1.3 billion hours in total on the Internet daily

Over 100 million gamers in China that

brands can engage through gamification

*Source: Emre Tunchilek, December 9, 2012, “The Great Wall of Gamification: Rapid

Emergence of a Viral Concept in China”

China will account for half of the world’s online and mobile game market by 2014

@keizng | @gametize

Opportunities in Asia

Mobile marketing budget to grow

150% by 2013

!  16.5% of mobile users spent over

$100 in app stores

!  68% of Taiwanese have used cell

phones in a toilet

- Solid Revenue Prospects, 2013

@keizng | @gametize

Singapore set to be world’s second-biggest gaming hub

and overtake Las Vegas with US$5.7 billion revenue in 2011 - CNA

“Employee Tech-based learning is leap-frogging more

traditional distance learning

methods, and is enabled by a

strong engagement in

social media and one of the

highest usages of mobile

Smartphones, Tablets and

Mini-Tablets in the world”

- Cegos, 2012

Spend on private tutoring Japan: US$12 Billion (2010)

Singapore : US$680million (2008)

@keizng | @gametize

@keizng | @gametize

Relevance to Gamification? I’ll say yes, but you decide

“Ok, does it work in Asia then?”

@keizng | @gametize

@keizng | @gametize

Qoo10.sg / Gmarket.co.kr

Case Study

@keizng | @gametize

Mediacorp Club

Case Study

@keizng | @gametize

FameMark.com

Case Study

@keizng | @gametize

Diablo 3 Launch in Singapore

Case Study

@keizng | @gametize

Diablo 3 Launch in Singapore

Case Study

@keizng | @gametize

Tiger Beer (The Big Game)

Case Study

@keizng | @gametize

Standard Chartered Bank: Mission Digitization

Case Study

Standard Chartered Bank: Mission Digitization

Case Study

Interactive Challenges !

Competitive Spirit!

Instantaneous Feedback!

Earning Rewards!

@keizng | @gametize

Some lessons/observations

!  Badges/ virtual items are insu!cient to engage audience

(Foursquare did not replicate success here)

!  Extrinsic rewards upfront are pertinent to the experience

!  Choice of channels varies for di"erent countries. Multiple

channels are necessary if targeting multiple regions

!  Employee engagement and training are evidently more painful than consumer engagement (marketers often rely on immature

KPIs such as Facebook like)

!  Gamification can be a big distinctive advantage for now with

little adoption and knowledge (growing gradually though)

@keizng | @gametize

@keizng | @gametize

We learnt and developed these

Twitter Game

!  Simply tweet anything and mention

@keizng or @gametize with #gsummit

!  5 lucky winners will get US$1,000 worth of

credits on GameMaki.com

!  Best tweet will get win a white-label mobile app powered by

GameMaki worth US$10,000

!  No Twitter!? Drop keith@gametize.com a note– that’s one chance!

@keizng